Carolyn Higgins

21 Reasons small businesses fail at marketing

21 Reasons You’ll Fail at Marketing

by Carolyn Higgins on January 24, 2012

I don’t know what it is about Marketing, but everyone on earth seems to think they can do it. And yet I see so many people NOT doing it or wasting thousands of dollars and not getting results. I see business owners try the same things over and over, wasting more money, more time, and more energy. If I had 1/10^th of what business owners waste on stuff that doesn’t work, I’d be the most successful marketing consultant on the planet. And yet, so many business owners would rather go it alone and try and fail and try again and fail again rather than reach out and get professional help. I don’t get it.

I know there are those out there who will always try to do it themselves so, so in the spirit of not getting it, here are the top 21 reasons why most small business owners fail at marketing:

Guessing – Great marketing isn’t an accident. It takes research, educated decisions, testing, tracking and measuring. Guesswork will leave you customer-less and broke.
Doing what everyone else is doing- Every business is different and your marketing mix should be too. Following the crowd isn’t going to help you stand out from the competition!
Listening to sales people Marketing is a long term strategy, not a special advertisement, publication, or website; but every sales rep you come in contact with will try to convince you otherwise. Marketing is a process – a long term strategy, there is no magic pill and don’t let a slick sales person try to tell you otherwise.
Not asking questions –Question EVERYTHING about your business and ask everyone you come into contact with as many questions as possible to learn, grow, and constantly improve.
Doing nothing – It’s simple, if you don’t Market your business, you will fail.
Putting all your eggs in one basket – Marketing is like investing, the more diversified your strategy, the better off you will be. Don’t invest all your time and resources in one medium or on one marketing tool – mix it up.
Not tracking results – How the heck are you going to know what works and what doesn’t if you don’t track the results? If you’re not tracking you’re guessing, and we covered that in #1!
Assuming you have all the answers – Yes, I know: you know your business better than anyone. But do you know marketing? I mean do you REALLY know how and where to reach potential customers and convince them to buy from you?
Not talking to your customers – No one knows your value – or faults – better than the people who actually buy from you. Talk to your customers – often. It’ll provide valuable insight and ideas.
Ignoring your competition- If you don’t know how you’re different from your competition how are potential customers supposed to? Knowing your competition’s strengths and weaknesses will help you differentiate.
Not setting goals –Goals keep us on track; they give us direction. Without them you’re wandering aimlessly and most likely wasting a lot of time and money.
Not building an email list – I don’t understand how anyone can market a business in today’s world without an email list! Email is the easiest and most inexpensive way to stay in touch with customers and prospects. If you aren’t building a list you’re missing out on huge opportunities.
Not having an opt in form – Emailing current and past customers is a great start, but what about the people who visit your website, Facebook, Twitter, or LinkedIn pages and then go away never to be heard from again? Wouldn’t’ it be nice to engage the serious window shoppers in some way? An opt-in form is the way to do it!
Selling all the time. We’ve all met the slick schmoozy salesy types, right? And how long does it take you to high-tail it in the opposite direction? Don’t be one of those. An effective marketing strategy eliminates the need to sell all the time… really!
Assuming because you have a great product or service you don’t need a marketing strategy – Sure, some products and services might market themselves, but that’s rare. Real marketing success takes strategy, planning, and work.
Assuming that just because you have a good product or service you don’t need a referral system- Again, there are some products and services that people just love to talk about, but building a successful business solely on organic referrals and “buzz” is rare. Getting solid referrals, consistently takes planning and solid execution. .
Assuming anyone with a pulse is your client- Repeat after me: “NOT everyone is a potential client for me”. Now look in the mirror and repeat that every day! Find your niche – that segment of the population you are born to serve and you will uncover a gold mine!
Not building relationships – I can’t stress enough how important this is. Hiding behind your computer screen, desk, or counter isn’t going to get you the level of success you want. You have to get out there – mingle, be helpful, connect people, and build relationships with the right people!
Spending all your time networking in the wrong places –Not every networking group is right for you. Find the ones that will help you get where you want to go and avoid the ones that won’t.
Ignoring the internet – Facebook and Twitter may not be right for your business, but chances are your target market is going somewhere on line for information about your product or service. Your job is to find out where they’re going and be there!
Not hiring a professional- If you want to build an addition onto your home would you do it yourself or hire a professional? I mean, you know your home better than anyone, right? So why not do it yourself? Ridiculous, right? So then why would you try to “add on” – or grow – your business yourself? Hire a professional who has the right tools and knows the ins and outs of growing a business.

So what do you think? I’d love to hear your thoughts!
Want to share?? Please do! Leave your comments here.

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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Forget Resolutions: 7 Business Things You DON’T Have to Do in 2012

by Carolyn Higgins on January 3, 2012

Call me a rebel… or a Scrooge… or a Grinch if you must, but I am so happy all this holiday nonsense is finally over. And as I sit here trying to come up with a blog for the new year, the word “resolution” keeps popping into my head and I absolutely REFUSE to give you marketing or business resolutions for the new year. You’re under enough pressure, I’m not going to give you a long list of more things you already know you should do.

So… no resolution talk here, I promise. Instead, for the new year, let’s vow to not make a single resolution; no diets, exercise programs (ok, I’ll admit this one is self-serving – hoping to ward off the “New Year Resolutioners” who invade my gym for a few weeks this time every year), no vows to spend more time with the kids, or call our mother more often, no promising to read, write, or volunteer more or spend less… Forget all that!

Resolutions are all about telling ourselves we need to do things we didn’t do last year to better ourselves and then we end up feeling like losers once again when we don’t keep them. I say “No more pressure, we have enough!” So instead of giving you a bunch of Marketing Resolutions and telling you what you should do, I’m going give you a list of things you don’t have to do! There! How’s that for rebellion? Bet you’re thinking I’m not such a Scrooge after all are you?

So here is my list of 7 things you don’t have to do in 2012

You don’t have to do everything yourself anymore. That’s right. 2012 is the year you bite the bullet and hire help. Hire an accountant, a bookkeeper, a salesperson, an assistant, or whatever it is you need that will allow you more time to focus on the things you really want to focus on!
You don’t have to work with anybody and everybody with a checkbook. You have a successful business; you’ve made it this far because you provide a valuable product or service. You are too good to work with people who don’t value you and who try to nickel and dime you at every turn. So the next time you are tempted by someone you know is going to be a big ole pain in the butt, politely refer them to your competition, explaining that you feel they’d be a better fit.
You don’t have to be everything to everybody. Your business is special. You provide something unique to a select group of people that no one else can deliver in quite the same way. Your job is to find that niche. And when you find it you will become confident enough to say “no” when asked to do something outside of your scope, capabilities or comfort zone. You do what you do better than anyone else and you don’t need to pretend to be more than what you are. Stay true to your mission.
You don’t have to work every single night and weekend. I realized this sometime in the past couple of months, taking time off is key to my mental well being and sanity – and it makes me more productive. Really, you don’t have to work so many hours. All the work will get done (see #1 again), I promise!
You don’t have to follow the crowd. Just because all your friends are on Facebook, doesn’t mean it’s right for your business. Just because your competitors do things a certain way, doesn’t mean you have to. It’s your business – your baby, your dream. Do it however the hell you want! Dare to be bold. Dare to stand out. Dare to be unique!
You don’t have to make excuses for where you are in your life or your business. As human beings we all grew at different rates, the same is true of your business. Don’t compare yourself to others. If you know you are doing everything in your power and using every tool and resource available to you, there is no need to feel bad about where you are. We grow at different rates and as long as you are on track toward achieving your goals you are just fine.
You don’t have to take advice from anyone you don’t want to! Everybody has advice, have you noticed that? I was in the gym recently and a guy who I’ve never seen lift a single weight was telling me how I should be lifting weights. When advice is given consider the source: is it someone you respect? Is their business the type of business you’d like to emulate? If not, ignore them!

So, how does that feel? A whole list of things you DON’T have to do in 2012! What a relief, right? Running a business is hard work, don’t be too hard on yourself, have fun with it and have the best year ever!!!
Have something to add? I’d love to hear from you! Please click here to leave your comments.

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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Is Your Small Business Competing With SPAM?

by Carolyn Higgins on December 20, 2011

We’re all familiar with the “who-actually-falls-for-this-stuff” SPAM and we all know its complete bogus.

For example:

RE: I await to hear from you urgently

Please I am seeking for your help (sic)

From Google: Google winning notification

Or the ones that actually warn you they’re SPAM in the subject line, what is up with that? Is their honesty and up-frontedness supposed to catch me off guard and make me want to open it?

I think you get the point. Hilarious, right?!?

But what about the SPAM that isn’t so obvious? The emails from people we handed a business card to at a Chamber mixer (and did not give permission to be added to their list) or who friended us on Facebook or emailed us through the Contact page on our website? What about those SPAMMERS? They’re a little more insidious – but are you competing with them? I would hope not.

Here’s the thing. I get hundreds of SPAM emails a week some are of the hilarious type and some are from people who actually want my business and think that SPAMMING me is the way to get it. And what strikes me hilarious is that for each SPAM email I get, I probably know at least 5 businesses personally – or even virtually for that matter, that I would turn to if I were looking to hire that particular product or service. Why would I hire a complete stranger – and a SPAMMER at that?

So here’s my point: When I am working with small business owners to develop marketing systems for their businesses one of the key elements of that process is figuring how they are different so they can stand out in a crowd. One way you can be different is to NOT spam, another is to actually get out there – either off- or on- line and meet people. The more people who know you, the better your chances of being thought of when they are ready to buy what you have to offer. The whole goal here is to you’re your business known in your niche so that your target market never has to turn to a stranger!

Here are 4 things you can do so you don’t have to compete with SPAMMERS (or anyone else!):

Network – This is a great way to meet potential clients and expand our sphere of influence. Join a networking group or two – and whatever you do, make sure the networking group, association or organization is full of people who fit your target market profile – or at least can introduce you to them. If your target market is women between the ages of 25 and 35, Rotary is probably not the best networking group for you.
Engage in Social Media – I know thousands of people online. Some I’ve met face-to-face, some I haven’t yet, some I probably never will. But in today’s world, none of that matters. I have formed real professional relationships with people I may never meet face to face – and I’ve received and referred business to them! Social media is not about merely blasting ‘salesy’ stuff; it’s about educating, informing, and engaging an audience. This is a great way to stand out from the crowd and build some top of mind awareness for your brand.
Blog– Blogging is a great way to promote your brand and build a reputation and credibility. Writing relevant, informative posts/articles will help you stand out from your competition (and certainly SPAMMERS). And blogging isn’t just about writing a few words and posting it to your blog site; you must become diligent about repurposing your blog posts and submitting them to sites that our target market reads to expand your reach.
Be a giver - I was in sales and marketing for 17 years when I worked for other people and it wasn’t until I became a business owner that I realized the power of being a giver. I had always approached networking and relationship building with a “what’s in it for me” attitude. I now approach it with a “how can I help you attitude”. And the more people I meet the more I am able to refer and make introductions that can help other people. I enjoy this aspect of it much better than the old way! Being a giver instead of a taker, makes it that much more fun! When is the last time a SPAMMER gave you anything?

It boils down to this: our goal as business owners is to help our target market Know, Like, and Trust us so that when they are ready to buy, they buy from us (a John Jantsch, founder of Duct Tape Marketing saying). What are you doing each and every day to work toward that goal? If you don’t have an answer, your target market could be encouraging those SPAMMERS!

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Does Your Website Suck?

by Carolyn Higgins on December 19, 2011

Finally, small business owners everywhere realize they need an online presence if they are going to compete in today’s world. Small business owners who just a year ago adamantly argued that their customers aren’t using the web are now jumping on board and admitting – yes, indeed they are.

But slapping up a website just for the sake of having a website can defeat the purpose – and can even harm your image if it isn’t done right.

If you’re thinking about creating a website – or even if you already have one – follow these 6 rules to make it the effective and powerful marketing tool it should be:

The website is not about you. A prospect is not looking for information about you; they are searching for a solution to their unique problem or need. THAT should be the focus of your home page. Use words and phrases they would use to describe their pain and then outline the solution you have to solve it.
Have an offer. Get the most out of your website by using it as a lead generation tool. If someone spends time on your site, don’t just let them click away without engaging them further. Offer a newsletter, a free report, or even a free consultation. Do something to get them to act so you can find out who they are and market to them further.
Be unique. Beware of canned website services; you know - the ones that offer websites for CPAs or Chiropractors or Attorneys. They all the look the same, they all have the same content, and they make it really hard to differentiate you from your competition. Invest a little bit more in a site that allows you to stand apart from the crowd.
Your website is your online storefront. Your website is very often going to be the first impression people get of your small business. Make it visually appealing. Make it interesting, informative and engaging. Make it different – add some fun elements, or news stories or free tips that your target market would be interested in. Make sure it’s professional- and PLEASE check your grammar and spelling!
Use testimonials and case studies. Yes, your home page should be about the prospect and their problem – but once you’ve engaged them and gotten their attention, they will want proof that you can deliver as promised. Having a page of testimonials and case studies is a great way to demonstrate that you can deliver as promised.
Make it easy for a prospect to contact you. Have a contact page that is easy to find, with your email address, and/or phone number. Put your phone number on the home page (some experts recommend having it on every page of your website). Finding a way to contact you should not be a game of “Where’s Elmo?” If it takes more than a second or two – you risk losing them – and they could mean a lost sale.

So, that’s it, follow these 6 simple rules for building a small business website and you’ll never have to worry that your website sucks!

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6 Marketing Secrets from Santa Claus

by Carolyn Higgins on December 12, 2011

Whether he meant to or not jolly old St. Nick created one of the most recognizable and beloved brands in the western world; one that children have adored and parents embraced for centuries. Santa Claus has endured wars, depressions, scrutiny (is he real or not??), imposters who tried to tarnish his image (ala The Grinch), and even opposition from certain religious groups.

So how the heck did he do it? How did Santa Claus build such a phenomenon, despite the obstacles and challenges the world threw at him? And what lessons can businesses owners learn from him for building our own brands?

I’ve identified some key things that Santa does to solidify his brand, create raving fans, build trust and grow his Christmas Empire! Here they are, along with the lessons we can learn from his success:

Marketing Lessons from Santa

1. Santa is painstakingly reliable. Most of us awoke every Christmas morning, year after year, to find a plate sprinkled with cookie crumbs, an empty milk glass, and a bounty of presents; all bearing witness to Santa’s late night visit. Despite snow storms and freezing temperatures, or dad losing his job, moving to a new house, or fighting with our brothers too much, Santa never let us down. Santa is the epitome of reliability.

Business Lesson: How reliable is your business? Are you letting customers down? Like expectant children on Christmas mornings, our customers have high expectations and it’s our job to deliver – or risk losing them. Make it a habit to ask customers if they’ve ever felt let down by your company, what areas you can improve upon, and what products or services they’d like you to offer. Being painstakingly reliable builds trust and people buy from companies they trust!

2. Santa surprises and delights us! Who doesn’t think of Santa and smile? Why is that? It’s because he always surprises and delights us! Whether it’s flashing a jovial smile and belting out a jolly “Ho Ho Ho”, delivering that Barbie doll we’d been obsessing over for months, or making a surprise appearance with a bag full of goodies at a holiday party, happiness and smiles follow Santa wherever he goes.

Business Lesson: Can you say the same about your brand? Does your business leave a lasting smile and happy thoughts? Do you surprise and delight? If not, study your competition and your industry, talk to people, and find out where others let customers down. Then do something that no one else in your industry does. Find that “something extra” to add to your product or service mix. Customers love the unexpected, so what can you do to leave a lasting impression?

3. Santa encourages us to write. Everyone knows Santa loves getting our letters – and even reads every single one of them! And what does he ask of us? Nothing but a list all the presents we want him to deliver on Christmas morning!

Business Lesson: Imagine if our customers felt comfortable enough to send us a list of their wants, needs, and desires. Don’t you think that would help us understand and serve them better? What can you do to encourage your customers to stay in touch with you? Since we don’t have our own North Pole address, I’d recommend things like suggestion boxes (on, or offline!), surveys, and, service follow up calls.

4. Santa rewards good behavior. ”Have you been naughty or nice?” Your answer could mean the difference between that diamond necklace you’ve been eyeing or a big ole lump of coal!

Business Lesson: Businesses can build their brands by rewarding “good” behavior too! Did a customer buy more than usual? Reward them with a discount or an extra freebie. Did a customer refer you or leave a raving Yelp review? Send a special present or gift certificate to say “thank you.” Rewarding good behavior not only shows the customer your appreciation, it encourages them to do it again!

5. Santa has elves and 8 reindeer- Santa wouldn’t be Santa without his team. Do you think he’d be able to read all of our letters, be painstakingly reliable, or jolly and delightful if he didn’t have a team to help him with all his Christmas responsibilities? Of course not, so then why do you expect to be able to take care of all of your business responsibilities by yourself?

Business Lesson: If you don’t have the time to provide the level of service you want, surprise and delight customers – or market and build your business then it’s time to get your own team of elves and reindeer! No one ever built an empire alone…not even Santa. Want to be insanely popular like Santa? Then it may be time to hire some help!

6. Santa is one-of-a-kind! Santa has an image like no one else: long gray beard, velvety red suit, and shiny black boots. Santa has a catch phrase, “Ho, Ho, Ho”. Santa knows his target market are children. Santa also knows these three things set him apart from the Easter Bunny, the Tooth Fairy, and moms and dad - and he used that to build the Santa brand to be the unmistakable symbol it is today!

Business Lesson: Take a look at your business, what can you do to make your business stand out from the crowd? Do you have a unique image? A symbolic uniform? A bright red sleigh pulled by 8 tiny reindeer (Ok, a fleet of bright red trucks will do!)? A quirky catch phrase? Find your uniqueness and do something big to stand apart from the competition!

Summary:

The bottom line is this: Santa “gets” marketing – he built one of the most recognizable brands that ever existed by doing these 6 things. Sure, we may never be as popular as Santa but by following his example, we can certainly create our own little world of magic! Happy holidays! Ho, Ho, Ho!!!

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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6 Ways Any Business Can Engage Customers and Increase Sales During the Holidays!

by Carolyn Higgins on December 6, 2011

Tis the season for businesses across the world to see the bottom line of the P&L report go from red to black! It’s the time of year that can make or break a business. So what are you doing to make sure you stay in touch, stay top of mind, and stay on top of sales this holiday season?

Here are 6 ways any business can stay in touch and increase sales this holiday season!

Offer special discounts to your best customers on the things they buy the most. Why not treat them to a holiday gift, from you to them? Offer amazing deals on the things they buy the most! It’s a great way to say Merry Christmas, Happy Hanukah, or Happy Kwanzaa to your most loyal customers!
Offer Gift Certificates. Maybe you’re an automotive repair shop, or a hairdresser, or maid service, or a professional organizer, or a web developer – how do you gift those things?? With gift certificates, of course!!! We all know times have been tough for a few years, who wouldn’t love a free oil change and tire rotation, new hair style, or house cleaning!?! (I know I would, hint, hint) Or maybe you have tons of products and services and choosing one is too difficult! Give the gift of choice! Gift certificates are great stocking stuffers AND offer a great opportunity to cross sell (see #3!).
Cross-sell! It’s a great time to suggest items to go with products or services they already purchase. Maybe they bought a beautiful set of earrings last year for mom, this year suggest the matching necklace. When you sell a spa package, offer the premium at-home spa kit to go with it as a carrier for the gift certificate! The hairdresser can cross sell a salon quality shampoo and conditioner set; the auto repair store can offer jumper cables or fix-a-flat canisters – all as nice little carriers for the gift certificates! Cross-selling is a great way to add value to the client – and to increase sales!!!
Send gift ideas. How many times have you been stumped on a gift for that hard-to-buy for person on your list? We’ve all been there! So help your customers by sending an email full of gift ideas tailored to the people on their list with headings like: “gifts for mom”, “great gifts for co-workers, neighbors, or mail carriers”. What are your most popular items and who buys them? Share that info with the people on your mailing list and they’ll be grateful for it!
Offer free wrapping or free delivery. Who doesn’t love a surprise?!? Don’t be afraid to think outside the box. What if that premium spa package and at-home spa kit were hand delivered with a bouquet of fresh flowers or a box of chocolates?? What if the oil change was done on-site at the recipient’s home? What if a gift basket with a few jars of local homemade jam and bakery-fresh scones were delivered fresh on a Saturday morning? Wouldn’t that make the gift extra special?
Send cards and/or gifts to current and past clients- Maybe staying in touch and top of mind is as simple as wishing them a Happy Holiday and thanking them for their business! Customers love to know they’re appreciated. Send them a card or a special gift that has nothing to do with trying to sell them anything – they’ll love you for it!

Thank you Purple Cow Websites for responding to my Facebook post yesterday with this great idea for a blog!!

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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The Secret to Creating Raving Fans: Good Customer Service Isn’t Enough

by Carolyn Higgins on December 5, 2011

I’m old school. I came up in a time when the customer was always right (even when they weren’t!). In my first job at Dunkin Donuts, I learned quickly what that meant. I was 14, given the job because my mother, who managed another store by the same owner decided I needed something to “keep me out of trouble”… and I had an attitude. I was watched, scrutinized, and secret shopped and told again and again to watch my “snotty” attitude. Dunkin Donuts was huge on customer service – and so were the jobs I held for the next 10 years; sandwich maker, waitress, customer service rep – they all knocked the snotty right out of me and taught me how to politely smile and say yes ma’am, despite how rudely the customer treated me. Yes, I learned great customer service – and even earned awards for it later in my career.

Times have changed. I certainly don’t think the customer is always right, (See, “When to tell a Client to Take a Hike”) . But I also think that great customer service is becoming a lost art. When I walk into Starbucks and four twenty-somethings are behind the counter doing anything but waiting on me, I know times have changed. My Dunkin Donuts manager would have tapped me on the shoulder, pointed to the line at the counter and patronizingly snarled, “ you have customers” . Then, once they were served, pulled me aside to give me another “the customer always comes first” lecture.

As business owners, we constantly read and hear how we should be “wowing” customers: turning them into raving fans, creating armies of loyal followers, and creating “buzz”. But how do we do that? I haven’t really seen anyone explain how to go from “ok” customer service to “out of the park” customer service. So I wanted to share with you four examples of out-of-the-park service to give you some ideas of what it takes to wow customers and create raving fans.

The situation: I had a few dents and scrapes on my new-ish car that I wanted to get fixed. So, I went to some body shops for estimates.

OK customer service: – They could have looked at the damage and provided me a fair estimate.

What R&D Bodyworx did: While they were looking at my body damage they noticed my tires were in pretty bad shape. They actually told me they wouldn’t give me an estimate until I got new tires – they were “dangerous” they said. The following week I got a flat when one of my bald tires gave out and I had to replace all my tires. Guess who’s going to get all my body work for life!

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The situation: I needed some information that had something to do with technology and/or vaguely related to my website. So I sent an email to my web builders at Safehouse Web asking them what they knew about the topic.

OK customer service: They could have told me where to go to get the info I needed and directed me to a few websites; which is really what I expected.

What SafeHouse Web did: Instead, he did the research for me and sent me an email answering all of my questions. I know he did the research for me, because he included the links and said if I wanted to read up on it more, here were his sources… Out of the park service!!!

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The situation: I needed a banner – yesterday – and went to Front2Back Designs. I sent them all my artwork but my logo file was corrupted. They asked me to send a new file, I did, it was still corrupted.

OK customer service: They could have told me to go back to my designer and get another file – one they could use, which could have taken days.

What Front2BackDesigns did: Realizing I was in a hurry for the banner and had no time to be going back and forth with my designer, they proactively re-created my logo for me… getting my banner done on time and saving me lots of time and headaches! They “Wowed” me!!!

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The situation: I was setting up an event in Eventbrite and was having trouble with formatting. I emailed customer support and explained the problem.

OK customer service: Customer support could have come back and told me there was a problem in my html code that was creating the problem and told me how to adjust it to solve the formatting issue.

What Eventbrite did: They emailed me back and said the problem was my html code, AND they already made the corrections AND even formatted my event for me!! So by the time they responded to my email (which was very quickly) my event page was perfectly laid out! They created a Raving Fan!!!

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The bottom line is, with prices rising like crazy and consumers having more choices than ever we are looking for those things that set businesses apart (see: “Price Doesn’t Matter”). – And good customer service is NOT something that can set you apart – good service is an expectation – WOWing customers ; giving people something to rant and rave and tell their friends and neighbors about is what creating an amazing customer experience is all about!

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Are You Networking Wrong?

by Carolyn Higgins on December 1, 2011

We all know that word of mouth is the best marketing tool there is. Why? Because when someone tells a friend, family member, neighbor, or colleague how good you are, you’ve already overcome the biggest hurdle to making a sale – trust.

Networking is a great tool for building a referral network and increasing word of mouth business because it allows people to see you, hear you and watch you over time and that builds trust.

There are a ton of networking opportunities out there for business owners. Including Chamber of Commerce events, Business Networking International (BNI), LeTip, Successful Thinkers, and dozens of others. Then there are the professional and social groups and associations, Rotary, Kiwanis, Soroptomist, etc. If your goal is to meet people who will help your business grow, then not all groups are created equal and like any marketing tool, it is important to have a strategy and to choose wisely.

Here are 4 things to consider before joining any networking group or association:

What is your goal – As a business owner I’ll admit my #1 goal is to meet people who can help me make my business a success. Whether they are are potential clients, people who have access to and can introduce me to potential clients, or successful business owners I can learn from. Every group I’m involved in – whether it’s networking, charity, Chambers, or a committee, I join with that goal in mind. Some of you might think this sounds selfish and self serving, but it isn’t. I was doing volunteer and charity work long before I became a business owner. The only difference is now instead of stuffing envelopes or volunteering at bake sales I’m on committees and boards of directors – places where I can meet the people who can help my business while I’m giving back to the community. All I’m saying is that as business owners we need to be mindful of where we invest our time.
Who attends the group – This is huge. I am asked to attend networking events all the time, but my target market are 7 figure businesses – and if a networking groups consists mostly of start-ups and home based businesses, that isn’t’ the best use of my time and resources. Who is your target market? When considering a group or event ask yourself, is it going to help you get exposure to that target market? If not, you should probably pass.
What is the cost of membership – I want to wipe out a common misconception and make one thing very clear here: NO NETWORKING GROUP IS FREE. Sure, maybe there are no membership dues but time is money and for most of us, our most precious commodity. So when considering the cost of membership I want you do this exercise:

a). Multiply your hourly rate or wage x (the number of hours at the meeting + the number of hours spent on follow up coffees, lunches, phone calls + travel time)

b). Add the cost of coffee, lunches, dinners, drinks, mileage, bridge tolls,

c). Add up any dues or fees paid

d). Now add the totals of a, b and c together – this is the total cost of membership.

e). Now I want you to divide the total cost of membership by your average sale amount to figure out how many clients you’d need to make this investment worthwhile. Think about the networking you’ve been doing, is it paying off? I bet you’re going to be surprised

4. Analyze the clients you’re getting: Ok, so speaking of your average sale amount – take a look at the clients you are getting from networking; calculate the average sale amount AND the profit margins, do they match up to average? Technically, both numbers should be higher than average if you’re networking in the right places, because they come to you pre-qualified and ready to buy because that trust hurdle has been overcome. If they aren’t you may be networking in the wrong places.

Remember no marketing tactic is going to give you the results you need if you don’t put some strategy behind it. Plan. Analyze. Think. Take a look at these 4 tips the next time you are thinking about going to another networking event or volunteering for another committee! Remember, time is money!

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How To Be Perfect Like Me

by Carolyn Higgins on August 18, 2011

Ok, now that I have your attention I have a confession to make: I’m not perfect. (Yeah, yeah, yeah, I can almost hear the collective, “NO SH*T” from all of you!) But seriously, there have been times I didn’t return a call from a prospect in time and lost out on a potential opportunity. Sometimes I forget that I’m standing in front a group of professional small business owners and not BFFs and let an expletive slip out of my mouth. And sometimes I show up to a networking event with melted chocolate all over the back of my pants. Sometimes my posts and blogs are full of typos and sometimes I just completely stick my foot in my mouth and stand there, face as red as a ripe tomato, and stammer; desperately trying to yank the foot out, all the while embedding it even deeper.

I think I’m the typical too-hard-on-myself, I-must-be-perfect entrepreneur. We work so hard and take everything we do so personally that it’s hard to give ourselves a break. It’s hard to be “ok” with being less-than-perfect.

Why are we so hard on ourselves? Why can’t we accept that we’re human beings – and not machines – and as human beings are going to make mistakes? As I pondered this question, I watched my dog Capone lazily get up from his comfy little doggy bed and slowly saunter across my living room and into the bedroom where I heard the leap from the floor to my bed. I knew he was sprawled out in the middle of my bed like a king. And I sighed, “Well, so much for my pretty new comforter….”

A lesson from my perfectly imperfect dog

Then all of his annoying habits flashed through my mind…. He chases cats with absolutely no regard to the arm on the other end of the leash that used to be attached to my shoulder, he stares at me while I eat (the silent begging), he sleeps all over my furniture like he owns it, he whines and stares and nudges me until I walk him (even if he just had a walk 10 minutes before), and he insists on sniffing every stranger we pass on our walks – especially the ones who are afraid of him.

And I thought; despite all of his imperfections and annoying habits I love that dog to death. I pondered, “How can I be annoyed at him? He’s just doing what dogs do… And how can I be mad at him for being a dog?” (Especially since I didn’t train him any better, but that’s another blog topic).

Does my dog have his faults? Yup! Is my dog perfect? Absolutely!!! He does exactly what a dog is supposed to do! He is 100% D-O-G. And that is what I love about him. I can’t fault him for being a dog – any more than I can fault myself for being H-U-M-A-N. So then, why do I constantly beat myself up for not being perfect all the time???

I began to reflect, “Why can’t I give myself the same defense I gave my dog?? After all, I just do what humans do…. I forget to turn the stove off, I eat unhealthy food, swear at inappropriate times, and I allow my dog on the furniture and didn’t train him not to sniff innocent strangers’ knees”. Am I perfect? Absolutely! I do exactly what humans are supposed to do; I make mistakes, I screw up, I embarrass myself. I then pick myself up, dust myself off and vow to do better next time. THAT is what makes me a perfectly imperfect human!

So, much to my displeasure I will never achieve my unrealistic idea of “perfection”. Nope; there will be plenty more faux pas (what the heck is the plural of that anyway?), slipped “F” words, embarrassing moments, and the sour tastes of foot on my bruised tongue. But I think I am finally realizing – and maybe even accepting – that I am human and will never be perfect. And as a small business owner and entrepreneur, I think the important lesson here is that I continue strive for perfection. We are human, our businesses are run by humans; our marketing, our customer service, our products, our bookkeeping, and our taxes may never be perfect – but as perfectionists we will always strive to be our best – and that is what makes us different from Capone!

What do you think? I’d love to hear your thoughts on this!!

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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Top 7 Reasons to Fire a Client

by Carolyn Higgins on August 11, 2011

Recently a good friend and fellow small business owner decided enough was enough and fired a pretty big client. It wasn’t an easy decision; she had been working with them for years and the money was good. But the client drained her. She was constantly stressed and knew she was spending way too much time trying to please this unappeasable client. The client treated her poorly, had unrealistic expectations, was a horrible communicator, didn’t follow her advice, was overly-demanding for what he was paying her, and always made her feel as if she wasn’t doing enough – despite the fact that she put in 4 times the number of hours on the account that she did on any other.

Choosing to fire a client is never an easy decision. As small business owners, oftentimes we feel compelled to work with whoever will pay us, because for most of us getting a new client is not an easy feat. But I want you to study your PITA (Pain in the A**) client(s) and get real about how much you really need them. More often than not, when you start doing the math you’ll realize you’re better off without them.

Here are my 7 Signs that it’s time to tell a Client to Take a hike.

They treat you like crap – They speak to you like you’re a 4 year old. They constantly compare you to others (usually in reference to cost). They second guess you and basically make you feel like you should quit your day job and become a Walmart Greeter.
They don’t value you. You bring a ton of value to their business, and yet they constantly beat you up about price, constantly challenge you to prove your worth, or demand more and more of your time.
They act like they own you –They usually aren’t paying you enough and yet they feel like they own you. They call you at all hours of the day and night, including holidays and weekends and expect you to be there instantly. When you aren’t they make you feel bad
They are never happy – You bend over backwards trying to make them happy. You feel like it must be you so you work harder, longer, and smarter – and yet they still aren’t happy.
Your profit margin is shrinking –On the surface you might think you need this client because they pay you a lot, but start tracking your hours worked vs. revenue. If you break it down you might realize you would be making better money as a Walmart Greeter.
Your customer service is suffering – You spend so much time trying to make this one client happy that you barely have time for your other clients – the ones who DO value you. What would it cost you to lose one of those other clients? (Look at their profit margins, NOT their total revenue).
You’re beating yourself up- This client is starting to make you doubt yourself. You wonder if you aren’t doing enough or doing it right. You realize this client makes you feel bad about yourself and your product or service.

Of course some of this is about setting expectations right up front about what you will and will not provide. But sometimes we get into things quite by accident; let one late night phone call slide, respond to one holiday emergency out of the kindness of your heart and before you know it becomes an expectation. Take a look at these 7 signs, and if even a few resonate, it’s time to cut your losses and move on!

What do you think? I’d love to hear your thoughts on this!! Leave your comments here.

By the way, if you liked this post, I’d really appreciate your Retweet!!! Thank you.

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Up and Running Blog

Carolyn Higgins

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How To Be Perfect Like Me

Top 7 Reasons to Fire a Client

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